Categoria: Customer Journey

Sapete davvero chi sono i vostri clienti?

su da Gian Carlo Mocciin Customer Experience, Customer JourneyLascia un commento
NOTA AICEX: sappiamo davvero chi sono i nostri clienti? Usiamo ancora il termine target? Oppure parliamo di “persona”?

Do you really know who your customers are? Do you take a 30,000-foot view or a more granular, zoomed-in view in understanding and describing them?

I did several workshops this week on personas and journey mapping. The two are intimately intermingled, and that’s an important point to remember.

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Il buon senso aiuta nella Customer Experience ?

su da Gian Carlo Mocciin Customer Journey, Customer Neuroscience, Digital, Design, UXLascia un commento
Apparently it’s been around for a while; the dictionary says so…
AICEX: Il Buon senso è fortemente legato alla Usability e alla Semplicità, elementi essenziali per una vincente Customer Journey. Dovremmo tutti provare  a riscoprirlo – 
I find myself using the phrase “common sense” more and more every day… to describe the basic tenets of customer experience and employee experience… but also to describe humanity in general. Unfortunately, as I do this, I actually question it more than I praise its use.
What happened to common sense? Did stupidity really take over? Did we forget about manners? Did we really all forget what we were taught as kids? Were we not taught these things as kids? Can common sense be taught? Or are we born with it? (I don’t think we were, but according to the definition in the dictionary – see image above – it’s a “normal native intelligence.”) Are there exercises to teach or to strengthen common sense?

Why do we have to post signs like this one? Why do we have to remind brands to do the right thing? Why do we need to tell companies to treat their employees right? Why do we have to explain that customer experience is important to the bottom line? Why do we have to remind companies not to tweet during tragedies and to not use those tragedies opportunistically? Why do we have to remind customer service reps that their job is to help people?

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I tuoi clienti possono costruirsi da soli la loro esperienza?

su da Gian Carlo Mocciin Customer Experience, Customer JourneyLascia un commento

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NOTA AICEX: sempre più spesso i clienti sono coinvolti dalle aziende nel disegno della Customer Experience. Del resto, chi meglio di loro può conoscerla? – 

More and more, in my consulting work with companies and brands, we end up co-creating customer service and customer experience solutions together with the company’s actual customers.  While co-creation is no substitute for improving the customer service provided directly by your staff, nor for innovative leadership efforts to improve the customer experience, it has a value that is growing quickly and should not be overlooked.

Even, as we’ll see below, in creating better solutions for adults suffering from incontinence.

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Dalla customer journey ai servizi ed esperienze

su da Gian Carlo Mocciin Customer Experience, Customer JourneyLascia un commento

NOTA AICEX: molte organizzazioni comprendono la rilevanza del focus sul cliente e cercano di incorporarlo nella loro strategia. Confinare la strategia di Customer Experience solo al customer service e customer journey è piuttosto limitante: perché non allargarla ai servizi customer centric e alle esperienze?

In a recent article, the open marketer introduced a simple four-stage framework for customer experience maturity. The stages of the framework are as follows:

“The first two stages address how the company engages with its customers (with ease and efficiency). They are about how a company can interact more effectively with its customers.

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